Summary

According to PayNXT360, social commerce industry in Australia is expected to grow by 12.3% on annual basis to reach US$1,836.70 million in 2024.

The social commerce industry is expected to grow steadily over the forecast period, recording a CAGR of 10.0% during 2024-2029. The social commerce GMV in the country will increase from US$1,635.06 million in 2023 to reach US$2,955.95 million by 2029.

While the COVID-19 pandemic changed the way consumers shopped in Australia, the post-pandemic shift indicates social buying participation to remain strong over the medium term. An increasing number of households are partaking in social commerce and the trend is projected to continue further in 2024. As a result, social media platforms have emerged as a key channel for Australian retailers.

With the projected growth in the Australian social commerce industry over the medium term, PayNXT360 expects the investment to also increase over the next three to four years in the market. This will support a competitive landscape and innovation in the sector. Overall, PayNXT360 maintains a positive growth outlook for the social commerce market in Australia over the next three to four years.

Social media platforms are seeking to expand their presence in markets like Australia in 2024

Amid the rising trend of social buying, especially among young generation shoppers, social media platforms like TikTok are seeking to build a strong presence in the Australian market over the medium term. The expansion strategy comes at a time when ByteDance seeks to maintain its business momentum amid rising competition and political headwinds.

In Australia, ByteDance is also planning to launch Lemon8, the new social media platform and a rival to Instagram. In contrast to the short video format, Lemon8 features a photo-heavy feed like Instagram. The app has been already launched in the United States and the United Kingdom, among other global nations. Now, ByteDance is aiming to make inroads in the Australian market with Lemon8. This, in turn, will further drive the competitive landscape in the social commerce sector from the short to medium-term perspective.

Global platforms are shutting operations in the Australian social commerce industry

Although the market is poised to grow at a steady pace over the next three to four years, firms are retreating from the Australian market to better focus on their home social commerce sector.

• Poshmark, the social commerce platform acquired by Naver, announced that the firm is ceasing operations in Australia in October 2023. This comes at a time when the competitive landscape is growing rapidly in the global market. Alongside Australia, the firm also shut operations in other international markets like India and the United Kingdom.

• Poshmark revealed that it plans to focus on the core markets like the United States and Canada over the medium term. The firm, notably, expanded operations in Australia in 2021. The decision to exit the Australian and other markets is driven by the waning popularity of its social commerce service, as the platform had less than 500,000 active users across these three international markets.


With rising competition, more such global providers might exit the Australian market over the medium term, while increasing their investment in the core markets over the next three to four years.

Online retailers are leveraging the popularity of social media to drive sales and revenue growth

The spending on online channels has been increasing steadily ever since the pandemic outbreak in 2020. The trend is projected to continue further over the medium term in the Australian market. Shoppers, especially young generation consumers, are turning to online channels like social platforms to discover and make purchases.

To tap into the growing trend, online retailers are seeking to leverage the popularity of social media platforms to drive their sales and revenue growth over the medium term. Although the social commerce market is growing, the penetration is relatively low compared to other global markets like the United States and China. This shows the future growth potential of the sector over the next three to four years. It is also one of the reasons why global social media platforms like TikTok and others are increasing their investment in the Australian market.

This report provides a detailed data centric analysis of social commerce industry, covering market opportunities and risks. With over 50+ KPIs at country level, this report provides a comprehensive understanding of social commerce market dynamics, market size and forecast, and market share statistics.

PayNXT360’s research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to offer a detailed view on emerging business and investment market opportunities.

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Table of Contents

1. About this Report
1.1. Summary
1.2. Methodology
1.3. Social Commerce Definitions
1.4. Disclaimer

2. Australia Ecommerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators
2.1. Australia Ecommerce – Gross Merchandise Value Trend Analysis, 2020-2029
2.2. Australia Ecommerce – Average Value Per Transaction Trend Analysis, 2020-2029
2.3. Australia Ecommerce – Transaction Volume Trend Analysis, 2020-2029

3. Australia Social Commerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators
3.1. Australia Social Commerce – Gross Merchandise Value Trend Analysis, 2020-2029
3.2. Australia Social Commerce – Average Value Per Transaction Trend Analysis, 2020-2029
3.3. Australia Social Commerce – Transaction Volume Trend Analysis, 2020-2029
3.4. Australia Social Commerce Market Share Analysis by Key Players, 2023

4. Australia Social Commerce Industry Market Size and Forecast by Location
4.1. Australia Social Commerce Market Share by Location (%), 2023
4.2. Australia Social Commerce by Cross Border – Gross Merchandise Value Trend Analysis, 2020-2029
4.3. Australia Social Commerce by Domestic – Gross Merchandise Value Trend Analysis, 2020-2029

5. Australia Social Commerce Industry Market Size and Forecast by Product Categories
5.1. Australia Social Commerce Market Share by Product Categories (%), 2023
5.2. Australia Social Commerce Clothing & Footwear – Gross Merchandise Value Trend Analysis, 2020-2029
5.3. Australia Social Commerce Beauty and Personal Care – Gross Merchandise Value Trend Analysis, 2020-2029
5.4. Australia Social Commerce Food & Grocery – Gross Merchandise Value Trend Analysis, 2020-2029
5.5. Australia Social Commerce Appliances and Electronics – Gross Merchandise Value Trend Analysis, 2020-2029
5.6. Australia Social Commerce Home Improvement – Gross Merchandise Value Trend Analysis, 2020-2029
5.7. Australia Social Commerce Travel – Gross Merchandise Value Trend Analysis, 2020-2029
5.8. Australia Social Commerce Accommodation – Gross Merchandise Value Trend Analysis, 2020-2029

6. Australia Social Commerce Industry Market Size and Forecast by End Use Consumer Segment
6.1. Australia Social Commerce Market Share by End Use Segment (%), 2023
6.2. Australia Social Commerce B2C Segment – Gross Merchandise Value Trend Analysis, 2020-2029
6.3. Australia Social Commerce B2B Segment – Gross Merchandise Value Trend Analysis, 2020-2029
6.4. Australia Social Commerce C2C Segment – Gross Merchandise Value Trend Analysis, 2020-2029

7. Australia Social Commerce Industry Market Size and Forecast by End Use Device
7.1. Australia Social Commerce Market Share by End Use Device (%), 2023
7.2. Australia Social Commerce by Mobile – Gross Merchandise Value Trend Analysis, 2020-2029
7.3. Australia Social Commerce by Desktop – Gross Merchandise Value Trend Analysis, 2020-2029

8. Australia Social Commerce Industry Market Size and Forecast by Cities
8.1. Australia Social Commerce Market Share by Cities (%), 2023
8.2. Australia Social Commerce by Tier-1 Cities – Gross Merchandise Value Trend Analysis, 2020-2029
8.3. Australia Social Commerce by Tier-2 Cities – Gross Merchandise Value Trend Analysis, 2020-2029
8.4. Australia Social Commerce by Tier-3 Cities – Gross Merchandise Value Trend Analysis, 2020-2029

9. Australia Social Commerce Industry Market Size and Forecast by Payment Method
9.1. Australia Social Commerce Market Share by Payment Method (%), 2023
9.2. Australia Social Commerce Payment by Credit Card – Gross Merchandise Value Trend Analysis, 2020-2029
9.3. Australia Social Commerce Payment by Debit Card – Gross Merchandise Value Trend Analysis, 2020-2029
9.4. Australia Social Commerce Payment by Bank Transfer – Gross Merchandise Value Trend Analysis, 2020-2029
9.5. Australia Social Commerce Payment by Prepaid Card – Gross Merchandise Value Trend Analysis, 2020-2029
9.6. Australia Social Commerce Payment by Digital & Mobile Wallet – Gross Merchandise Value Trend Analysis, 2020-2029
9.7. Australia Social Commerce Payment by Other Digital Payment – Gross Merchandise Value Trend Analysis, 2020-2029
9.8. Australia Social Commerce Payment by Cash – Gross Merchandise Value Trend Analysis, 2020-2029

10. Australia Social Commerce Industry Market Size and Forecast by Platforms
10.1. Australia Social Commerce Market Share by Platforms Method (%), 2023
10.2. Australia Social Commerce Platforms by Video Commerce (Live Stream + Prerecorded) – Gross Merchandise Value Trend Analysis, 2020-2029
10.3. Australia Social Commerce Platforms by Social Network-Led Commerce – Gross Merchandise Value Trend Analysis, 2020-2029
10.4. Australia Social Commerce Platforms by Social Reselling – Gross Merchandise Value Trend Analysis, 2020-2029
10.5. Australia Social Commerce Platforms by Group Buying – Gross Merchandise Value Trend Analysis, 2020-2029
10.6. Australia Social Commerce Platforms by Product Review Platforms – Gross Merchandise Value Trend Analysis, 2020-2029

11. Australia Social Commerce Industry Market Size and Forecast by Contents
11.1. Australia Social Commerce Market Share by Contents (%), 2023
11.2. Australia Social Commerce Contents by Live Streamers – Gross Merchandise Value Trend Analysis, 2020-2029
11.3. Australia Social Commerce Contents by Gaming Streamers – Gross Merchandise Value Trend Analysis, 2020-2029
11.4. Australia Social Commerce Contents by Reels – Gross Merchandise Value Trend Analysis, 2020-2029
11.5. Australia Social Commerce Contents by Influencers – Gross Merchandise Value Trend Analysis, 2020-2029
11.6. Australia Social Commerce Contents by Stories – Gross Merchandise Value Trend Analysis, 2020-2029

12. Australia Social Commerce Industry Market Size and Forecast by Consumer Demographics & Behaviour
12.1. Australia Social Commerce Spend Share by Age Group, 2023
12.2. Australia Social Commerce by Age Group – Gen Z (15-27) – Gross Merchandise Value Trend Analysis, 2020-2029
12.3. Australia Social Commerce by Age Group – Millennials (28–44) – Gross Merchandise Value Trend Analysis, 2020-2029
12.4. Australia Social Commerce by Age Group – Gen X (45 – 60) – Gross Merchandise Value Trend Analysis, 2020-2029
12.5. Australia Social Commerce by Age Group – Baby Boomers (60+) – Gross Merchandise Value Trend Analysis, 2020-2029
12.6. Australia Social Commerce Share by Income Level, 2023
12.7. Australia Social Commerce Share by Gender, 2023

13. Further Reading
13.1. About PayNXT360
13.2. Related Research

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List of Tables/Graphs

Table 1: Australia Ecommerce – Gross Merchandise Value (US$ Million), 2020-2029
Table 2: Australia Ecommerce – Average Value Per Transaction Trend Analysis (US$), 2020-2029
Table 3: Australia Ecommerce – Transaction Volume (Million), 2020-2029
Table 4: Australia Social Commerce – Gross Merchandise Value (US$ Million), 2020-2029
Table 5: Australia Social Commerce – Average Value Per Transaction Trend Analysis (US$), 2020-2029
Table 6: Australia Social Commerce – Transaction Volume (Million), 2020-2029
Table 7: Australia Social Commerce by Cross Border – Gross Merchandise Value (US$ Million), 2020-2029
Table 8: Australia Social Commerce by Domestic – Gross Merchandise Value (US$ Million), 2020-2029
Table 9: Australia Social Commerce Clothing & Footwear – Gross Merchandise Value (US$ Million), 2020-2029
Table 10: Australia Social Commerce Beauty and Personal Care – Gross Merchandise Value (US$ Million), 2020-2029
Table 11: Australia Social Commerce Food & Grocery – Gross Merchandise Value (US$ Million), 2020-2029
Table 12: Australia Social Commerce Appliances and Electronics – Gross Merchandise Value (US$ Million), 2020-2029
Table 13: Australia Social Commerce Home Improvement – Gross Merchandise Value (US$ Million), 2020-2029
Table 14: Australia Social Commerce Travel – Gross Merchandise Value (US$ Million), 2020-2029
Table 15: Australia Social Commerce Accommodation – Gross Merchandise Value (US$ Million), 2020-2029
Table 16: Australia Social Commerce B2C Segment – Gross Merchandise Value (US$ Million), 2020-2029
Table 17: Australia Social Commerce B2B Segment – Gross Merchandise Value (US$ Million), 2020-2029
Table 18: Australia Social Commerce C2C Segment – Gross Merchandise Value (US$ Million), 2020-2029
Table 19: Australia Social Commerce by Mobile – Gross Merchandise Value (US$ Million), 2020-2029
Table 20: Australia Social Commerce by Desktop – Gross Merchandise Value (US$ Million), 2020-2029
Table 21: Australia Social Commerce by Tier-1 Cities – Gross Merchandise Value (US$ Million), 2020-2029
Table 22: Australia Social Commerce by Tier-2 Cities – Gross Merchandise Value (US$ Million), 2020-2029
Table 23: Australia Social Commerce by Tier-3 Cities – Gross Merchandise Value (US$ Million), 2020-2029
Table 24: Australia Social Commerce Payment by Credit Card – Gross Merchandise Value (US$ Million), 2020-2029
Table 25: Australia Social Commerce Payment by Debit Card – Gross Merchandise Value (US$ Million), 2020-2029
Table 26: Australia Social Commerce Payment by Bank Transfer – Gross Merchandise Value (US$ Million), 2020-2029
Table 27: Australia Social Commerce Payment by Prepaid Card – Gross Merchandise Value (US$ Million), 2020-2029
Table 28: Australia Social Commerce Payment by Digital & Mobile Wallet – Gross Merchandise Value (US$ Million), 2020-2029
Table 29: Australia Social Commerce Payment by Other Digital Payment – Gross Merchandise Value (US$ Million), 2020-2029
Table 30: Australia Social Commerce Payment by Cash – Gross Merchandise Value (US$ Million), 2020-2029
Table 31: Australia Social Commerce Platforms by Video Commerce (Live Stream + Prerecorded) – Gross Merchandise Value (US$ Million), 2020-2029
Table 32: Australia Social Commerce Platforms by Social Network-Led Commerce – Gross Merchandise Value (US$ Million), 2020-2029
Table 33: Australia Social Commerce Platforms by Social Reselling – Gross Merchandise Value (US$ Million), 2020-2029
Table 34: Australia Social Commerce Platforms by Group Buying – Gross Merchandise Value (US$ Million), 2020-2029
Table 35: Australia Social Commerce Platforms by Product Review Platforms – Gross Merchandise Value (US$ Million), 2020-2029
Table 36: Australia Social Commerce Contents by Live Streamers – Gross Merchandise Value (US$ Million), 2020-2029
Table 37: Australia Social Commerce Contents by Gaming Streamers – Gross Merchandise Value (US$ Million), 2020-2029
Table 38: Australia Social Commerce Contents by Reels – Gross Merchandise Value (US$ Million), 2020-2029
Table 39: Australia Social Commerce Contents by Influencers – Gross Merchandise Value (US$ Million), 2020-2029
Table 40: Australia Social Commerce Contents by Stories – Gross Merchandise Value (US$ Million), 2020-2029
Table 41: Australia Social Commerce by Age Group – Gen Z (15-27) – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 42: Australia Social Commerce by Age Group – Millennials (28–44) – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 43: Australia Social Commerce by Age Group – Gen X (45 – 60) – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 44: Australia Social Commerce by Age Group – Baby Boomers (60+) – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029